Marketing Moves: A New Approach to Profits, Growth, and Renewal

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  • Philip Kotler
  • Author:  Philip Kotler
  • Year: 01-10-2015
  • Translator from English: Lyubomira Mihova
  • Availability:  In Stock
  • Product Code:  1602-01
  • SKU: 13.0087
  • ISBN: 978-619-152-689-5
  • Read an excerpt:

€8.18
  • Ex Tax: €7.51
   


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Description

Forget the tired argument about old" versus "new" economy say internationally renowned marketer Philip Kotler and his coauthors Dipak C. Jain and Suvit Maesincee. The Internet, globalization, and hypercompetition are forcing companies to redefine their markets, market offerings, and marketing operations so that they can compete successfully in both the old and the new economies. The scarcity of customers, not products, calls for making marketing the primary driver of strategic planning and infrastructure effectiveness.

Marketing can no longer create value by being seen only as a department whose main charge is to dispose of the company's products and services. The authors urge companies to broaden the marketing concept into a holistic framework, one in which companies and their collaborators become proficient at identifying new value creation opportunities and capable of delivering products, services, and experiences that more precisely match individual customer requirements.

Thought provoking and comprehensive, this book shows how to build a complete marketing platform around the exploration, creation, and delivery of superior value to customers, collaborators, and the company itself.

About the Author

Philip Kotler

Philip Kotler

Philip Kotler (born May 27, 1931) is an American marketing author, consultant, and professor; currently the S. C. Johnson Distinguished Professor of International Marketing at the Kellogg School of Ma... Read more

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Tags: Advertising & PR, Sales, Marketing

Specification
Year 01-10-2015
Translator from English: Lyubomira Mihova
Pages 240
Size 140/215 мм
Weight 0.35 kg
Cover Type Hardcover
Genre Advertising & PR, Sales, Marketing

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